Main content

Autorità Garante della Concorrenza e del Mercato

INFLUENCERS ABIDE TO AGCM’S MORAL SUASION LETTERS ON CLEARLY RECOGNIZABLE ADVERTISING ON SOCIAL MEDIA, HOWEVER THE AUTHORITY WILL CONTINUE TO MONITOR THE INFLUENCER MARKETING PHENOMENON

The Italian antitrust authority (AGCM) has successfully carried out its first enforcement initiative with respect to Influencer Marketing, currently one of the most innovative and powerful advertising tools. The initiative aims at preventing the circulation through social networks of messages whose commercial intent is not clear. In fact, influencers are online celebrities who are able to influence the public’s tastes by showing support or approval of specific brands, thus generating an advertising effect, without however making clear to consumers their commercial purpose.